GPT-4o: Only 10% of companies have "very advanced" AI maturity. Given AI’s rapid adoption, a higher number was expected. Only 49% of companies measure AI ROI.

Asking ChatGPT-4o: Please read the report "The State of AI in Marketing 2025" and tell me what the key messages are. Also, make sure to list the most surprising, controversial and valuable statements and findings in the report.

ChatGPT-4o’s answer:
Key Messages from "The State of AI in Marketing 2025"

1. AI is becoming the foundation of marketing.

   • Generative AI has shifted from experimentation to being a core driver of marketing campaigns, workflows, and strategies.

   • 79% of companies plan to expand AI adoption in 2025.

2. AI adoption is high, but maturity lags.

   • 63% of marketers use AI, but most rely on early-stage use cases like content creation.

   • Only 10% of marketers report “very advanced” AI maturity.

   • AI-driven decision-making and workflow automation remain underutilized.

3. Measuring AI ROI is a major challenge.

   • Despite AI’s promise, only 49% of companies track the ROI of AI investments.

   • Companies using general-purpose AI tools struggle the most, with only 20% measuring ROI.

   • Domain-specific AI tools provide a significant advantage—71% of high-maturity teams use them.

4. CMOs and teams have different views on AI progress.

   • 65% of CMOs see their companies as AI leaders, but only 27% of managers agree.

   • The disconnect suggests AI adoption is a leadership priority, but execution is lacking.

5. Brand governance and AI quality control are top concerns.

   • Large companies prioritize AI output quality and brand governance to ensure consistency.

   • Data privacy and AI-generated content quality remain major barriers to wider adoption.

6. AI budgets are set to grow significantly.

   • AI marketing budgets will increase from <5% in 2024 to 11-15% in 2025.

   • Investment in AI at higher budget levels (20%+) is more than doubling.

7. AI is changing marketing team roles.

   • 48% of marketers believe AI will drastically reshape marketing team structures.

   • CMOs (65%) are the most optimistic, but field marketers are more skeptical.

8. High-maturity marketing teams share 7 key traits.

   • Formalized AI programs, AI councils, leadership buy-in, workflow integration, and domain-specific AI adoption set top performers apart.

   • High-maturity teams are 37% more likely to measure AI ROI.

Most Surprising Findings

• Only 10% of companies have "very advanced" AI maturity. Given AI’s rapid adoption, a higher number was expected.

• Only 49% of companies measure AI ROI. Despite AI being framed as a revenue driver, many fail to quantify its financial impact.

• Larger companies ($1B+) are the least likely to have an AI council. While expected to be leaders, many still lack AI governance structures.

Most Controversial Insights

• CMOs overestimate AI maturity in their organizations. CMOs rate their AI maturity and leadership commitment much higher than managers, suggesting a gap between vision and execution.

• General-purpose AI tools fail to deliver measurable ROI. Companies using these tools struggle the most, highlighting a growing divide between domain-specific AI and generic solutions.

• AI is still primarily used for content creation and ideation. Despite AI’s potential, few companies use it for high-value applications like predictive optimization and hyper-personalization.

Most Valuable Takeaways

• AI success requires structured adoption. Companies with AI councils, formalized programs, and domain-specific AI tools see the greatest impact.

• Marketing teams need to invest in AI governance. Only 46% have documented AI policies, yet AI-driven brand governance is a major concern.

• ROI measurement is key to scaling AI investment. Companies tracking AI ROI are 47% more likely to expand AI usage in 2025.

This report provides a clear roadmap for companies looking to scale AI in marketing. The shift from experimentation to structured, ROI-driven AI adoption will define the leaders in 2025.